Whether it’s a landing page, social media post, or email newsletter, your call-to-action (CTA) is one of the most important elements in the conversion equation. An average or subpar CTA will hurt the bottom line, whereas a compelling call will drive your conversion rate up dramatically. Do you know what you’re doing?
4 Tips for Highlighting Your CTA’s
While your website’s goals might be clear to you, never assume that your visitors know what to do. They need the instructions clearly outlined, which is why CTA’s matter so much. The problem is that few businesses spend enough time thinking strategically about these calls to action. As a result, they end up with poor conversion rates and minimal results.
Aside from having the right calls on your website and landing pages, you need to make your CTA’s stand out. Here are four tips to help you do just that:
Use Color to Your Advantage
Let’s start with a little color theory, as this is one of the strongest pulls you, as a marketer or web designer, have over your audience. The human brain naturally responds to colors and attaches certain meanings to various tones. Not only do individual colors affect the way people think, but so do color schemes.
According to United Ad Label, complementary, analogous, and monochromatic color schemes can all be used to enhance meaning and readability. Spend some time studying these various tactics and consider how they can be used to enhance your conversion rates.
Choose the Right Style of Button
Digital marketing thought leader Neil Patel believes that the most important aspect of a CTA is the button. If the CTA button looks clickable, you’ll experience positive results. If it doesn’t look clickable, you’ll experience virtually no traction.
“A CTA button that looks clickable doesn’t happen by accident,” Patel explains. “You have to be deliberate about it to develop a sense of urgency.”
What does a clickable CTA button look like? It’s clean and contrasts well with the background; it features compelling CTA text; it has a rectangular or rounded shape.
Keep Calls Above the Fold
There are times when a CTA can go at the bottom of a page, but you’ll get a whole lot more bang for your buck by putting it above the fold. If nothing else, it gets more visibility and isn’t hidden away in an area that gets much less activity.
For best results, a CTA should be above the fold and clearly contrasted against the surrounding elements. Believe it or not, you don’t need all of the other fluff. A clear statement with a simple CTA button is enough to move visitors through the conversion funnel in most cases.
The final step to making a CTA stand out is to be consistent. A single page should only contain one call. If you have multiple CTA’s, you’re going to confuse your audience and overwhelm them with options. As a result, they’re less likely to follow through on any single command.
The exception to this rule is messing around with multiple versions of the same CTA. For example, one button above the fold might read “Subscribe Now,” while one below the fold could read, “Sign Up for Our Newsletter.” Same goal, different wording.
Grab Your Audience’s Attention
Research suggests that the average consumer is exposed to roughly 10,000 brand messages per day. You read that right…10,000 messages! In other words, when a visitor lands on one of your pages, your call to action is just one of thousands that they’re coming into contact with that day. If it doesn’t stand out, you won’t stand a chance.
Consider some of the techniques discussed in this article and embolden your approach.